What if you are the owner of the buffet and all the guests want to "eat back"?

Solve a "how to do" problem every day, find out the essence of the problem, refine the law, compare with other problems and find a suitable solution.

What should we do?

You open a cafeteria, the price is very affordable, the quality of ingredients is good, and the passenger flow is very large. As a result, everyone comes with their chests pressed against their backs, and then they eat "helping the wall out", which is sometimes wasteful. What should I do?

The essence of the problem

Sunken cost is the cost expenditure that has occurred and cannot be recovered.

The customer's psychology is: I will eat back when I pay, and I will earn if I eat too much. For example, the 60 yuan buffet fee paid in advance by customers is this "sunk cost", so customers will try their best to eat back what they think is worth 60 yuan.

So what should we do? You can try to hedge the sunk cost in his mind. For example:

1. Send the next available 50 yuan cash coupon. Locked in the next consumption and reduced the "sunk cost" this time.

2. Send Haagen-Dazs ice cream coupons. Customers may save some room and buy something to eat after dinner.

3. Send coupons to other horizontal alliances in the mall to drain each other and benefit from the association.

Analogy application

1. Some Japanese restaurants offer two ways of consumption: a la carte and self-help. Ordering every dish is expensive, and self-help seems to be more cost-effective. After customers have calculated themselves, most of them will choose self-help, but at this time, customers will compare their self-help prices with the price of each dish, and they will feel that they can "eat back" by eating casually, and they will also feel that they have taken advantage.

2. Some gyms will give you a fitness teaching CD with the same value as the fitness card, a pair of skipping rope and family fitness equipment, and supporting family training methods after completing the annual card, and then give you several coupons and invite friends to join. Then even if you don't go to the gym much for a year, with these things, you won't feel that the card money is wasted this year.

Have you learned?

Ok, that's all for today.

Tomorrow, let's talk about it: your product is a big brand, and you should be cost-effective. What should you do?

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Everything I have said may be wrong.

Xiao Xin said something.

20 17. 12. 13